The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 2 months ago

Friday Fundamentals 170: Kathleen Booth


Friday Fundamentals 170: Kathleen Booth

Everybody, it's Sam Jacobs. Happy Friday. You're listening to Friday fundamentals. You know Friday fundamentals. It's that short five to ten minute format where we bring you actionable insights to help make a difference in what you do today. Now we've got this week's guest back on the show, Kathleen booth. Kathleen's the svp of marketing at trades well and she's going to talk to us about the number one change we need to make in our marketing programs to drive better results, that are returns, that are awareness, all of the things that we want. What's the number one change we need to make? Now, before we get there, we want to thank our sponsors. We have two sponsors for Friday fundamentals. First, Friday fundamentals is brought to you by outreach. Outreach triples the productivity of sales teams and empowers them to drive predictable and measurable revenue growth by prioritizing the right activities in scaling customer engagement with intelligent automation. Outreach makes customer facing teams more effective and improves visibility into what really drives results. Were also brought you by pavilion. Pavilion is the key to getting more out of your career. Our private membership connects you with a network of...

...thousands of like minded peers and resources where you can tap into leadership opportunities, professional development, mentorship and other services made for high growth leaders like you. Make sure you take advantage of the pavilion for teams corporate membership and enroll your entire go to market team in one of our industry leading schools and courses, including marketing school, Sales School, Sales Development School and Revenue Operations School. Learn more at joined pavilioncom Kathleen, welcome back to the show. Thanks, Sam. We're excited to have you back. So here's the question we want to put you for Fridy findamentals. You're a big believer in one specific strategy to transform working organization. What is that strategy? How can we do it? Tell us the secret. Sure. So. I think most marketers are already bought into the notion that we need to start with why, and so I agree. But that's not enough. You have to have a strong why, but you have to layer on top of your why an effort to build a habit amongst your target audience where they continually come back to consume your content,... engage in your community, to be a part of your ecosystem, whether they're currently in a buying cycle or not. And I'll just give a quick example of how this, these two things combined to make magic and then I'll explain a little bit more. So when I used to live in Washington DC, I was a subscriber to the Washington Post, which is a great newspaper, and I had a habit of consuming the content. But I got busy and when I couldn't read the newspaper every day, I canceled my subscription because I was no longer receiving regular value. Fast forward years later and the Washington Post decided to explain their why more clearly, and now you'll see when you read it. They they published on the masthead it says democracy dies in darkness, and so they've developed this very powerful why that, in my case, got me to come back and now I keep my Washington Post subscription, whether I'm reading the content regularly or not. I do happen to read it regularly because they could produce great content. But it was the combination of those two things that made magic. Most of us are are already doing a pretty...

...good job of explaining our why, or at least I would hope we are, because it's pretty well known in marketing that that's essential. But we haven't done as good a job on the habit building side, and the reason is that traditional, full funnel marketing is focused on an inmarket buyer, somebody who is in a buying cycle or who could be if you created that demand within them. The way that buying is happening now it is different. It's within walled gardens, it's people going into groups like pavilion and asking for recommendations for vendors, and the people that are making the recommendations are not in market buyers in many cases. So how do you stay in front of an audience that isn't buying, that may never buy from you, and get them to recommend you as the vendor of choice? Will you do that by changing your focus from solely marketing to an inmarket buyer to marketing to their peer set as well, and the most effective way of doing that is to really think like a media company, to create content that's that serialize or episodic and that keeps you... front of them on a more regular basis so that when that question does happen, yours is the brand that gets named. Mix that with a powerful why and you've got an incredible foundation for scale. And that's why you see companies like cub spot acquiring the hustle or and recent Horowitz starting a media company. There's a reason these forward thinking companies are doing this, and it's it's to stay top of mind with a much broader audience and to achieve the breadth that they need to fuel their growth. I love it. And and so, paraphrasing or synthesizing or summarizing whatever word we want to use, it's not just about the way. It's the combination of the why with consistency, with making the interaction with your brand, perhaps your content, a daily, or at least weekly pattern or habit. And that's where the magic happens, because you have to be having a conversation with people that are out of market, because they are often the refers to people that are in market. Absolutely right, Kathleen, remind us. If folks want to get in touch with you, it's the best way. You can check out my website, which is...

Kathleen hboothcom, or you can connect with me on Linkedin. Wonderful. If folks want to reach out to me, you can linkedincom forward the word in for last Timf Jacobs. Thanks again to outreach in pavilion, our wonderful sponsors. Kathleen, thanks so much for being our guest on the show this week. Thanks, SAM, and we'll talk to everybody else next time. Thanks for listening. Everybody.

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